Thursday 13th of April’s news: “This is how destroyed Marcelo ‘Chino’ Ríos’ McLaren is after getting into a car crash on the Costanera Norte highway.”

The big idea comes from “Can you imagine if someone gets Chino to replace his McLaren with a MORNING?”

We seriously asked ourselves how shocking it would be something as absurd as Chino Rios changing his luxury brand McLaren worth more than USD 331,000 for a car model that costs less USD 11,000 from a mass brand like KIA.

Chino Ríos is an active Twitter user, so we decided that a good way to make a reality such an “absurd idea” would be to send him a tweet inviting him to use the new MORNING, since he didn’t have a car to drive.

Chino Ríos agreed to it, people on Twitter engaged and asked him to give the car away.

There was no PR implementation, since it was completely organic.

The action’s engagement reached 52%, tripling the goal and achieving an unprecedented figure for any industry.

With nearly 70,000 retweets and more than 35,000 messages, this is the most viralized digital action in Chile.

We were the most retweeted tweet in the WORLD on the day of the action, beating Trump, Cristiano Ronaldo photo with Julia Roberts and even Katty Perry introducing her new album.

We also became the global trending topic. We were the most commented along with #Macron, #TheVoice and #PrisionBreack

We achieved more than 115 Million impressions and 99% positive interactions.

We achieved surprising TV coverage, and on CHV’s main newscast, adding for 2 days, more than 20 minutes of exposure in prime time.

Kia’s twitter followers grew more than 40%, almost doubling the second one (Chevrolet).

We became the most successful digital post in the history of the automotive industry in the world.